Mumbai: IDFC Mutual Fund’s latest digital advert highlights the success of those who persevered even though the pandemic and the lockdown made them doubt themselves. In the first quarter of FY21, financial markets were in turmoil, and most investors were worried about the state of their current investments and how they will perform in the future. The advert especially salutes the Indian investors who were resilient and disciplined in their wealth creation process and reaped rewards with positive returns for staying their course.
IDFC Mutual Fund’s #DateyRaho new video, showcases the struggles of a budding footballer, an advisor, a teacher, a doctor, and an investor during the lockdown and how by focusing on their goals, their growth path, their passion, and their belief they managed to overcome their challenges and came out better off. Last year, the #DateyRaho campaign conducted by IDFC Mutual Fund (#DateyRaho (Hindi) and #DateyRaho (English) encouraged investors to stay the course even when the market was volatile. Those who took heed and stayed invested benefited immensely.
The filming of the video took place across Mumbai at real locations, rather than studios to recreate the grim and motionless setting of a pandemic. The characters represent various age groups and personalities, to depict the universal appeal of investments such as SIPs, that are for everyone.
Arun Fernandes, CEO – hot stuff Media Group added, “We decided to create a long format film to truly let the audiences relate to every character and then celebrate their success. Our aim was to inspire investors and at the same time commend the efforts of financial advisors who braved the storm, to protect investor interests.”
Highlighting the takeaway for investors, Gaurab Parija, Head – Marketing & Sales, IDFC AMC said that, “Investors who showed patience during the tough times by not redeeming from equity markets but continuing to invest via SIP significantly benefited and generated significant returns over the past one year. The focus of the advert is to let everyone know that while the pandemic may have made us reevaluate a lot of things in our lives, those who followed their passion and goals have managed to adapt and come out stronger and better.”